Measurement is No Substitute for Thinking BIG

Whether you are doing SEO for a site or running paid search for one, running display ad campaigns or social media, everyone is trying to measure the same thing – they are trying to find evidence that what they are doing is worth the money and time it costs.

There is a point of view (not necessarily mine) that says: If you have to do a complicated analysis to see the effect of a marketing initiative, then it wasn’t very effective. There is some truth there. It is easier, statistically speaking, to measure a BIG marketing impact than it is to measure a small one.

Reality is complicated, though. If you are engaged in “filling the funnel”, you want to know how how that translates – in the long run – into actual sales. However, unless you can wait until there is data for the whole decision and purchase process to make any decisions about how to manage the campaign and the channel, then you will have to go with measuring some intermediate impact.

It is almost a certainty that enough other things will happen to impact sales in the time between your funnel-filling campaign and the sales it ultimately leads to. Enough things to muddy the waters about how much of of your success (or lack of it) came from the lagged effect of your funnel-filling efforts. Unless the effect is big.

This is not to say that measurement is not necessary for early-stage marketing activities, but to say that you have to apply some common sense to your measurement problems, and one bit of marketing common sense is this: think BIG. Now think BIGGER. You should always be aiming to have a big effect – you won’t always succeed in a huge way, but it should not be for lack of trying.

Here’s an idea: Every time you create a campaign, a marketing tactic, an ad, you should at least TRY to do some creative thinking that taps into one or more sources of disproportionate (on the BIG side) response. What well-defined and targetable group would have a peculiar affiinity with your message and your product? What would make them want to know more NOW, click NOW, buy NOW?

What does that have to do with measurement? Two things:
1. Even if your BIG idea doesn’t work, you are actually testing a hypoethesis and so you have gotten just a little smarter.
2. Your goal is to produce impact so BIG that you don’t even really need to measure it to know that the effort was ROI-positive. (But you are measuring it anyway, so you can explain why the next one needs to have a bigger budget!) And – falling short of a really BIG goal will get you to positive business results more often than falling short of modest goals.

71 Responses to “Measurement is No Substitute for Thinking BIG”

  1. tarot gratuit Says:

    Thanks for this post. It’s very useful.

  2. Tracey Loffredo Says:

    I reckon I will bookmark this thread ! Thanks a lot for this page!

  3. Allevare Lumache Says:

    This post is real usefull!

  4. Autoersatzteile Says:

    Thanks for taking the time to discuss this, I feel strongly about it and love learning more on this topic. Autoteile If possible, as you gain expertise, would you mind updating your blog with more information? It is extremely helpful for me.

  5. Danielle Bockover Says:

    Simply want to say your article is as tonishing. The clearness in your post is simply spectacular and i can assume you are an expert on this subject. Well with your permission allow me to grab your rss feed to keep up to date with forthcoming post. Thanks a million and please keep up the gratifying work.

  6. Terrence Grillot Says:

    I just couldnt leave your web page before telling you that I actually loved the quality information you provide to your visitors? Will be back again often to check up on new posts

  7. forex Says:

    Every time I read a great article I go ahead and do one of three thing:1.Show it to my relevant contacts.2.keep it in all of the common sharing sites.3.Make sure to return to the same site where I read the post.After reading this post I’m really concidering going ahead and doing all 3…

  8. Bari Deromer Says:

    incredible, just what I was seeking. take it easy..

  9. Rodger Dunsworth Says:

    Thanks for the post.Much thanks again. Great.

  10. hostessy kraków Says:

    Good to know,and thanks for the usefull knowledge.I just love it! 🙂

  11. opvbrsrw Says:

    Rtly5J tnqagvjdgabv, [url=]cdwlvidtmvpx[/url], [link=]omyqwxasmmcw[/link],

  12. Garretot Says:

    ЎGracias! Ahora me irй en este blog cada dнa!


  13. Hanna Brook. Says:

    good post, added you to my RSS reader. Greetings from DC

  14. i love photography Says:

    This is true, but measurement is really necessary for early-stage marketing activities.

  15. Manga Says:

    After reading your blog. I am realy enjoy so much….. THanks for sharing your’s knowldge.

  16. afy2121 Says:

    awesome blog!

  17. Shaun Tammen Says:

    I like the design is used on this internet site. Which is it?

  18. Says:

    none is greater…

    I saw this really good post today….

  19. Thena Says:

    It’s a real pelasrue to find someone who can think like that

  20. buy twitter followers for very low price $5 Says:

    That is very interesting, You are an overly skilled blogger. I have joined your rss feed and stay up for in the hunt for extra of your great post. Also, I’ve shared your web site in my social networks!

  21. free csr racing hack Says:

    I absolutely love your blog and find many of your post’s to be just what I’m looking for.
    Does one offer guest writers to write content for yourself?

    I wouldn’t mind composing a post or elaborating on a few of the subjects you write about here.
    Again, awesome weblog!

Leave a Reply

XHTML: You can use these tags: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>